Mumsnet is the UK’s biggest network for parents providing a community forum, content and product reviews on parenting and many other topics.
We were tasked to improve the user experience and conversion rates on the Mumsnet product review pages, making them easier for users to review and click through to products they liked.
Strategy & Tactics
We had had a tight time-frame with this project with no capacity to test a user case study or benefit from heatmap analysis. It was clear however that the CTA directing parents to retail partners was hard to find. Using a sticky CTA would improve visibility and click through.
The review pages were also too text heavy but with added better design and colour segmentation,, we were sure the click through rate would accelerate.
The a/b test showed a significant improvement. Page content re-design improved click through by 30% and the new sticky CTA improved click through by 20%.